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You can’t fall in the same place twice, or even three or four times, unless you are Douyin...

In a corner that no one cares about, Douyin has launched a new search app - Douyin Search.

I know what you want to ask. How did a person who makes short videos get the job of search again?

Sorry, Douyin Search is actually the fourth search APP launched by Douyin.

The previous predecessors were Toutiao Search, Wukong Search, and Lightning Search. In order to promote Lightning Search, they even created gold coins as an incentive.

As a result, Toutiao search was changed to Youshi APP, which is similar to Xiaohongshu, Wukong search was changed to AI tool library, and Lightning search has been removed from the shelves and discontinued.

The three search engines were completely wiped out, not a single one was left alive.

However, in 2019, when they first decided to develop a search engine, they were still full of confidence and high spirits.

Even, a public account tweeted a recruitment message:Here is an opportunity to build a brand new search engine. Do you want it? ”, declaring war on the search engine market.

After 5 years of twists and turns, I'm back to the starting point.

In fact, all the major Internet companies have dabbled in the search business to some extent.

Because compared to recommendation algorithms, search isAccurate allocation.

Especially for seeding, it means hitting wherever you point. It is equivalent to you shouting on the street, and people take the initiative to come into your store and ask the boss if he has lighters for sale.

So, is it possible for this new recruit who made a shining debut with the name of Tik Tok to help them realize their search dream?

To be honest, Shichao was a little confused after trying this app.

In the comment section of a certain app store, a netizen gave a very appropriate evaluation:The similarity with Tik Tok is 98.933%, which is almost exactly the same.

The remaining 1.067% is probably because the word "search" is added to the name.

After clicking on the homepage, there is a simple search box. Below the search box are two lines of recommended search terms.

Going down further, we see the familiar double-column information flow. The recommended content includes both pictures and videos, which is very similar to a certain grass-planting platform next door.

When we click on the search box, the search history and recommended associated words will appear.

Apart from the search box function on the homepage, everything else has basically nothing to do with the last two words of this app.

There are several entrances at the bottom, including [Video], [Upload], [Chat Message], and [Personal Homepage]. I don’t need to introduce them in detail. They are basically a simplified version of TikTok.

After a quick scroll, I found that the content in the [video] is consistent with Douyin.

The left picture is TikTok, and the right picture is TikTok search

The number of likes, comments, and comment area content are basically the same

Of course, as a search software, it all comes down to how well it searches. In its introduction on the app store, Douyin promotes itself as powerful, accurate, and authentic.

Shichao just picked a traditional search engine for comparison.

Wasn’t there a lot of noise today about Pake diss Yiyou? I’ll let both sides have a say.

After browsing the contents of the first screen on both sides, I basically understood what happened.

It can be seen that there are quite a lot of types of results from Douyin searches, ranging from videos, pictures and texts to users, products, live broadcasts, and encyclopedias and interpretation videos have also been compiled.

However, Douyin search only supports content within Douyin. In comparison, traditional search has a wider scope.

I tried asking a scientific question again.

When I was eating fruit, Hotpot kept following me. So I casually asked, "Can golden retrievers eat grapes?"

The final result is obvious, both sides gave a negative answer.

This time, the traditional search engine's AI intelligent answer organized the information neatly and provided sufficient quantity.

However, when Shichao asked about a specific product, such as the cherry keyboard, the problems of traditional search engines came out.

The first result in the Tik Tok search is a video with the highest relevance.But traditional search engines give me an advertising portal...

Moreover, there is a special column of classification words below the Douyin search. You can choose to look at the review category or the flagship store to obtain information more efficiently and accurately.

After the overall trial, I feel that the search function of Douyin Search is complete, but not particularly outstanding.

Shichao feels that this may just be a test application.Because it is too similar to the existing search function in the Tik Tok app, but it is a lot simpler.

It is more like a shortened version of the search function in the TikTok APP.

In fact, the search function of the Douyin APP is quite powerful. It can not only search internally, but also support searching information on the entire Internet.

Even AI search was launched some time ago, which is also a new battlefield for various search engines. Now, as a search app, if you don’t have AI function, you can’t even hold your head up.

Shichao himself particularly likes to use related search terms in the comment section.

The information most relevant to the video will be adsorbed below each video or at the top of the comment area. There will also be some search nodes that can be clicked directly in the comments of netizens in the comment area.

There are often many unpopular jokes, and even the real highlights of a video, which are provided by search terms.

For example, recently Shichao often saw a video of putting a scarf on a cat, which had millions of likes on Douyin.

At first I didn’t understand what was so funny, but then TikTok kindly delivered the food to my mouth. “Everyone is searching:Qin Hailu fights against the evil silver gradient".

After reading it, I realized that the blogger looks like Qin Hailu, and her silver tabby cat has a bad temper and a very devilish expression. In order to tame this cat, the blogger used various tricks.

As a result, the rumor spread and became a story about Qin Hailu fighting against the evil silver gradient. Even this search term directly became a hot search.

In fact, the search habits of Douyin users have already been cultivated.

According to the "2024 Massive Engine Search Advertising Marketing Plan" released by Douyin itself,More than 500 million users search on TikTok every month, with an average of 7 searches per day.

Among them, “search after viewing” accounts for 53% of the searches, “active search” accounts for 47%, and 41% of search users will initiate a search request within 30 seconds of opening the Douyin APP.

Because information between various APPs is not interoperable, huge content platforms such as Xiaohongshu, Douyin, and WeChat can generate a lot of search needs.

However, when the main body already has the functions, even if users have the need, it is difficult for them to be motivated to download a separate application.

As I wrote before, many people mocked ByteDance for not being able to succeed in social networking, but there are actually a lot of people chatting on Douyin.

Tik Tok’s chat function is also quite impressive, and it even has an advanced voice progress bar function.

However, most of the independent chat apps, such as Lightning Chat and Duoshan, have been shelved. The newly launched Douyin Chat is also lukewarm for the time being.

Shichao feels that the reason why Douyin has released a separate search app this time may be just to meet the needs of heavy users of certain functions.

Because it requires a single application to compete with search engines, which is quite difficult.

After all, search has been a “killer” since ancient times. Tencent, Yahoo, and NetEase have all done it. But after so many years, the search market has suffered countless casualties, and the majority are still the old three.

Rather than a head-on confrontation, Shichao feels that searching within the Douyin app may be the right way to snatch users away.

Written by: Four major

edit: Jiang Jiang & Noodles

Art: Xuanxuan

Image, source：

Tik Tok search, Tik Tok

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